Bringing Maybourne’s Luxury Experience to Chinese Travelers on WeChat

Maybourne is a British luxury hospitality group behind some of the world’s most celebrated hotels, including Claridge’s and The Connaught in London. As part of its global digital strategy, the group wanted to build stronger connections with Chinese travelers, including guests planning visits to the UK.

With no existing WeChat infrastructure, the project required close coordination between Maybourne’s stakeholders in London and Wiredcraft’s design and development specialists.

We partnered with Maybourne to create a localized WeChat ecosystem that combines brand storytelling, hotel discovery, and lead generation. Launched in May 2026, the experience brings Maybourne’s distinctive brand identity to WeChat in a way that feels familiar to Chinese users.

What have we done

• WeChat account registration and Service Account setup

• Localized UI and UX design

• Mini Program and CMS development

• CRM integration and lead capture

• WeChat content localization and creation

• Platform operation and maintenance

Building Maybourne’s WeChat presence: Making every touchpoint count

For a luxury hospitality brand entering China’s digital ecosystem, setting up a Service Account is only the beginning. The experience needs to feel familiar to local users while staying true to the brand.

We started by mapping how Chinese users would discover and interact with Maybourne on WeChat. These touchpoints shaped the Service Account’s information architecture and navigation, helping users find the content they need.

Beyond account setup and verification, we created localized WeChat articles and welcome messages, giving Chinese users more ways to discover Maybourne and explore its hotels and experiences.

The Service Account also connects users to the Mini Program, where they can access inquiry forms and contact information, making it easier to move from discovering the brand to getting in touch.

Luxury meets usability: Designing the Maybourne Mini Program

Maybourne is known for its distinctive luxury experience. Bringing that identity to WeChat meant adapting its global design language to local user expectations without losing what makes the brand recognizable.

Our design team created an elegant, mobile-first Mini Program, combining Maybourne’s visual identity with intuitive navigation and interactions.

From exploring Maybourne’s hotels and accommodation to discovering dining, private experiences, and wellness offerings, the Mini Program brings the brand’s different experiences together in one place.

To support ongoing content updates, we also created a custom content management system that allows Maybourne’s operations team to manage Mini Program content without relying on developers for routine changes.

Connecting the experience to business: From enquiries to CRM

A polished digital experience matters, but it also needs to support business needs.

We developed the Mini Program with lead generation in mind, allowing users to submit enquiries through integrated forms and access contact information directly.

These forms were connected to Maybourne’s existing CRM system, enabling lead information to flow into its established customer management process.

A new way to connect with Chinese travelers

With its Service Account, Mini Program MVP, and CRM integration in place, Maybourne now has a localized digital experience that brings together brand storytelling, hotel discovery, and customer enquiries.

The experience also gives Maybourne a channel to capture enquiries from organic and social traffic while providing a foundation for future campaigns and ongoing engagement with Chinese travelers.

Entering a new digital ecosystem doesn’t have to mean changing what makes a brand unique. With the right approach, global brands can meet local users where they are while staying true to their identity.